Trending Halloween searches for people who want tricks and treats

Halloween is creeping up on us, and that means people are turning to Pinterest for ghoulishly good ideas. We’ve got inspiration for everything from the perfect Halloween costume to frightful home decor.

In fact, in the past year alone there have been 95 million Halloween-related searches on Pinterest—over 51% YoY growth. That’s scary good! 1

To help you reap the benefits of this spooktacular time of year, our insights team has identified the top Halloween trends that are rising from the grave, and that we think will continue to thrill up until Hallow's Eve.2

Halloween planning is hot on Pinterest from late September up until its peak on October 30. So don’t be scared, reach people looking for brands like yours from now right up to fright night with these trends.3

Makeup and beauty

Facepaint: Halloween is the ideal time to trade your everyday look for something a little more supernatural, and people on Pinterest are looking out of this world. We’re seeing spikes in 2018 searches for everything from minimalist spiderweb-inspired eyeliner (71% year over year) to full on face-as-canvas styles including galaxy/celestial patterns (158% year over year), pumpkin makeup (884% year over year) and leopard print (66% year over year). Looking for a guaranteed hit? Sally (Nightmare Before Christmas)-inspired makeup is up 91% year over year and is the number one searched Halloween-related term this season!

Nail art: Don’t forget the drop-dead details! People are experimenting with frightful fingernail styles including stitch nails (32% year over year) and stiletto nails (51% year over year).

Costumes

Blockbuster costumes: Film-inspired costumes are always fan favorites for Halloween. This year, the blockbusters getting the most costume interest are I, Tonya (720% year over year), The Incredibles (669% year over year), Black Panther (504% year over year) and Mamma Mia! (1636% year over year).

Group costumes: Folks on Pinterest want to share the Halloween fun with their whole crew—group Halloween costumes have seen 83% year over year growth. Because, #SquadGhouls. Matching best friend costumes like desserts (118% year over year) and ‘80s-tastic wrestling costumes inspired by GLOW (186% year over year) are having a moment this season.

Family costumes: Halloween is a wonderland for wee witches and warlocks—and parents want to add to the magic. They’re searching for family Halloween costume ideas: dinosaurs (803% year over year), Neverland (250% year over year) and avocado toast (245% year over year). And for the little monsters, new parents are staking out looks like boba tea (567% year over year), llama (382% year over year), Boss Baby (241% year over year) and old lady-inspired looks (81% year over year).

Beyond the home: Ready or not, Halloween is coming to the office—and to your van, sedan or coupe! 1 out of 10 Halloween searches on Pinterest is for workplace decor,8 and we’re seeing searches skyrocket for trunk-or-treating (2183% year over year).9

Ready to cast a spell on people? Get inspired with our Halloween creative best practices

Advertiser Takeaways

Make people on Pinterest scream for your ideas this Halloween. Here are some tricks (and treats) for reaching your audience:

Makeup takes center stage during Halloween—after all, it puts the boo in boo-tiful. Highlight transitional products that can take people from their day-to-day makeup routine to Halloween night. Or keep things simple by providing visual step-by-step instructions that show people how to complete their looks with ease.

Across all Halloween categories, we’ve noticed a trend of repurposing everyday items to take Halloween to the next level. Show people how easy it can be to use these items for Halloween night and beyond. One small way to do this? Help Pinners get last-minute costumes together by showing them how to style items they may already have—jeans, sweaters and glasses.

People on Pinterest are amplifying their Halloween menus by tweaking simple recipes with spooky details. Show them how to make their party the talk of the town by giving your recipes fun, Halloween-themed names.